Muchas veces para entender el valor de una acción publicitaria no basta sólo con ver un case o la pieza en sí, hay que situarnos en el entorno que la rodea, en la situación social que nace ya que eso le da mayor empaque al por qué de la propuesta. La idea de la que hablaré hoy es de “cuanto” una campaña publicitaria que gira entorno a un corto de ficción, un corto que responde a una necesidad de un banco tradicional en España por empezar a hacer un acercamiento hacia un público joven que rechaza a las grandes corporaciones financieras y que considera que el mundo sería mejor sin ellas. Durante la última década el rechazo a los bancos ha crecido exponencialmente, a tal punto que muchas veces a superado a los políticos en rechazo colectivo, ubicándolos en el puesto nº1 del ranking de los peores valorados en España.
Ante una realidad como esta, la gente de MRM decide apostar por una campaña llamada: “más allá del dinero” donde un banco como el Santander habla, a través del recurso de la ciencia ficción, del valor de las experiencias en contra de la tendencia de la acumulación de dinero como vía para alcanzar la felicidad. Un posicionamiento con el que coincido ideológicamente, y que seguro muchos de vosotros que también, pero que sin duda resulta muy arriesgado (socialmente hablando) si se plantea desde un banco.
El acierto de la pieza fue la estrategia de alejarlo del presente, sacarlo de contexto pero manteniendo la esencia del discurso. Un discurso que, con la ayuda de Kike Maillo y su código Black Mirror, logró entrar en las cabezas de muchos jóvenes gracias a la postura del Santander como un mero facilitador de un mensaje y no como un adalid del mismo.
En definitiva, un brief complicado que consiguió una respuesta bastante creativa para hacer que un gigante como el Santander pudiera dar el primer paso con un público que hasta hace unos años parecía que no tenía nada en común, y donde ahora, ya tiene 17 minutos de un mensaje consumido y compartido por este target.
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